The Group+1
May 7, 2026OTB Group and Google Cloud Launch AI-Powered Hyper-Personalized Shopping Experiences
OTB introduces new Virtual Try-On technology to empower client advisors with personalized, Google Cloud AI-powered styling experiences
The Group
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AURA
We are a steering member of the AURA Blockchain Consortium
We joined the AURA Blockchain Consortium to contribute to set industry standards related to innovation, transparency, and blockchain technology for luxury brands
AURA Consortium
Set new standards for the luxury industry
The Aura Blockchain Consortium was established by leading luxury players - LVMH, OTB Group, Prada Group and Cartier, part of Richemont - to set new standards for the luxury industry, related to innovation, transparency, and blockchain technology. Its goal is to increase customer trust by promoting a single global blockchain solution open to all luxury brands worldwide, providing consumers with additional information, services, and transparency to enhance their experience.
A new customer experience
New industry standards
Since launch, each brand has developed its experience based on its specificities and customer expectations.
The Aura Blockchain Consortium is a rising leader in the software industry. It aims to create new industry standards and bring the customer experience to a new level. For more information on the Aura Blockchain Consortium, visit auraluxuryblockchain.com.
authenticity for luxury products
Digital Certificate of Authenticity
We have introduced a digital authenticity certificate for the luxury products of Maison Margiela, Marni and Jil Sander. In 2024, OTB registered more than 1 million products of Marni, Maison Margiela and Jil Sander on the blockchain platform in a secure, time-immutable and incorruptible manner, doubling the number of products registered in 2023, for an overall total of approximately 1.8 million products since 2022.
A fully-fledged digital certificate of authenticity was created on the blockchain using a private-permissioned no-code smart contract editor and an NFC tag embedded into the products. This tool, which can be easily accessed by tapping the tag, ensures greater transparency to the customers, enables a new range of services, and guarantees product value over time, while also making counterfeiting impossible.
Check out the video for a demonstration of how the digital certificate is created for Maison Margiela's Tabi shoes.
Other news
Innovation+1
Apr 28, 2026Stefano Rosso appointed Chairman of Aura Blockchain Consortium
Aura Blockchain Consortium announces the appointment of Stefano Rosso as its new Chairman
The Group+2
Mar 13, 2026OTB Group presents sustainability and technology progress to His Majesty King Charles III during a Fashion Task Force meeting of the Sustainable Markets Initiative
OTB met His Majesty King Charles III at Buckingham Palace during a private session with the Sustainable Market’s Initiative’s Fashion Task Force, chaired by Federico Marchetti